Marketing Management: Market Positioning and Marketing Audit of Melita

Marketing Management

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
1. Background Statement.............................................................................................................3
Marketing Audit...........................................................................................................................6
4 Ps of New Product..................................................................................................................11
CONCLUSION ............................................................................................................................13
REFRANCES................................................................................................................................14

INTRODUCTION
Marketing management is a process that analysis market opportunities as well as also
evaluate all the potential threat in the market and based on the critical review about both the
factors strength and weaknesses a suitable marketing strategy is drafted and manage under the
marketing management. In this report Melita is taken as an organization. Melita is a
telecommunication organization based in Malta established in the year 1997. Headquarter of the
Melita Is located in Malta. Harald Rosch is the CEO of Melita. Melita initiated the culture of
high definition television in Malta. This report specifies about the market positioning. This report
also focuses over unique selling proposition related to the corporate organization. A marketing
audit is also reported to analyse about the market growth of the company. Valid specification has
also reported regarding the strength and weakness attached to the new product call Tele Buds
based on the 4P factor.
MAIN BODY
1. Background Statement
INDUSTRY BACKGROUND
Malta's telecom sector is the most advanced in Europe. It has high mobile and broadband
incursion rate. The sector is very well regulated and measures are designed to reduce prices and
increases competition. The broadband market is dominated by Melita and Go and the mobile
market is dominated by Melita Mobile, Vodafone Malta and Go mobile. The strategies are put in
place on infrastructure to develop e-commerce opportunities.
COMPANY BACKGROUND
Melita Limited is a Telecom service provider in Birkirkara, Malta. It was started in 1992
and today it has set a benchmark for digital technologies (Archer, 2018). It provides services in
more than 75% of Maltese households. It provides solution to businesses, powerful internet
services and mobile network. Melita has provided 4.5G mobile network to all its customers. It's
5G network connectivity is also ready (Shahriarpour and Tabriz, 2017). The purpose of the
organization is to provide high end security, cloud service and better connectivity.
SEGMENTATION TARGETING AND POSITIONING

Segmentation: It refers to dividing the market into small groups based on the needs. Melita has
targeted youth, businesses and professionals for its new product telebuds.
Targeting: It refers to the methods to be used to target the selected groups. Melita limited will
be using social media marketing practices to target its customer group.
Positioning: It refers to positioning the product in the market which can be done effectively by
conducting a competitive analysis.
COMPETITIVE ANALYSIS
Porter's Five Forces framework is used in determining and evaluating the competitive
strength and market positioning of the organization. A detailed analysis is carried out below.
Threat of new entrants: This force determines barriers and restriction that a company may face
to enter a new market. If the market is profitable and attractive with less or no barriers then it
increases the chances of threat of new entrants (David, David and David, 2017). By attaining
high level of efficiency Melita can make it competitive for new entrants to enter the market.
Malta's demographic characteristics makes it attractive for new competitors. Also, the offers and
benefits given by Melita is very attractive and grabs customers towards it and has strong
customer loyalty. Overall, the threat of new entrant is very less.
Threat of competitive rivalry: This factor is the major determinant of competition and
profitability. In a competitive industry, organizations compete aggressively to increase the
market share (Blankson, 2016). Malta has very small number of service providers so the
competition is mainly based on quality, price and innovation. Advancement in technology can
help organizations in facing competition by charging higher price for better quality till
competitors follow them. Melita Limited has used this technology to attract new customers
towards its product and services. The major competitor of Melita Limited is Go plc which gives
tough competition to Melita Limited.
Bargaining power of suppliers: It refers to the drive that makes it easy for the suppliers to
charge higher prices. A supplier is at strong position when number of suppliers are less in the
market, if products or service provided is unique and not available easily with others. The major
supplier of Melita is infrastructure and maintenance supplier which are the core part of the
organization (Wang and et.al.,., 2019). The bargaining power of suppliers is very high as lower
quality, higher prices and any delay on the part of suppliers may result in loss of revenue and